Appendix 1: Mapping of EU actors and influencers active on antibiotics

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1 Appendix 1: Mapping of EU actors and influencers active on antibiotics Identification of influencers: People, Platforms and Cases

2 THIS PRESENTATION 1. Social media influencers 2. Methodology of the search 3. Summary of findings 4. People 5. Platforms 6. Cases 7. Conclusions 8. Why connect with influencers 9. Appendix of other relevant findings

3 Influencers #1 SOCIAL MEDIA INFLUENCERS Influencers are likely to have the skill to transmit messages through social media that have an impact on other peoples ideas and practices. Influencers provide information and insights that are trusted and held in high regard. They attract reactions and comments of the crowd and find resonance with their audiences. Influencers are active on various platforms where they can spread ideas and have a large group of contacts that they can contact. Quantity vs quality: Influencers aren t always the most popular people on platforms in terms of numbers.

4 metodologi #2 METHODOLOGY OF THE SEARCH Geographic scope: The 34 European countries that mark EAAD (European Union member states, Croatia, FYROM, Serbia, Kosovo, Turkey, Norway and Iceland) Language: English Keywords: Antibiotic/Antibiotics, Antibiotic resistance, Antimicrobial resistance, Prudent antibiotic use, Last line antibiotics, Cold, flu (in conjunction with antibiotics), MRSA, Carbapenems, NDM-1, superbug. Time span: Since January 1st, 2010

5 #3 SUMMARY OF FINDINGS In general the keywords generated a lot of real-time results. Keywords also showed up in a various numbers of discussion forums like LinkedIn Questions and Quora. Not many cases in a European context with integration of print, digital and social platforms. The digital sphere is not concerned about borders, and therefore difficult to limit to EU.

6 #3 Findings #3 SUMMARY OF FINDINGS A Word-Cloud can help illustrate the most used words: 1. General use, taking antibiotics, suffering from a disease, discovering MRSA 2. Advice, links for information and articles 3. Negative reactions, awareness, side effects

7 People #4 PEOPLE Bertalan Meskó: Hungarian doctor and blogs, tweets and writes articles about the integration of health care and social media. He has blogged about the study The talk about antibiotics on Twitter.

8 People #4 PEOPLE Crawford Kilian: Canadian editor, blogs about health and antibiotics mostly related to an European context. Crawford is represented on different platforms.

9 Add one more person #4 PEOPLE Mario Pappagallo: An Italian health journalist and writer. Blogs, tweets, checks in and writes articles related to health care. He has a huge presence on all social platforms and communities.

10 #5 PLATFORMS On Facebook there are several groups and pages about antibiotics. They are mostly business-to-consumer or consumer-to-business oriented. Most of the posted links refer to articles and further information about antibiotics.

11 Platforms # 5 PLATFORMS Quora is a platform where users can ask questions, follow topics and discuss. There are a wide range of discussions on antibiotics. The topics are mostly about the use and effects of antibiotics.

12 # 5 PLATFORMS LinkedIn is mostly used for facilitating business-to-business connections. LinkedIn offers functions such as groups and Q&A sections. By searching these functions a lot of different discussions are found.

13 # 5 PLATFORMS Flickr is a photo sharing platform and gives a visual approach to the topics searched for. These photos are easy to share, download and comment on. In that sense, discussion and comments about topics can also be found on these kind of social platforms.

14 #6 CASES ReAct - Action on Antibiotic Resistance is an international network linking a wide range of individuals, organisations and networks committed to respond to antibiotic resistance as a global health problem. They involve a lot of different operators and have created a website, a Facebook page and offline-conferences, papers and other resources.

15 Cases #6 CASES EAFP has been integrating various platforms like Facebook, a blog and a Twitter account. Altogether it has created great activity on their Facebook page with almost 3,000 likes, links, photos, comments and post from users.

16 #7 CONCLUSIONS There is a lot of potential to initiate the use of social media the talk is there. Health care professionals have relevant opportunities to gain insight into the use of such platforms as there are many platforms/discussion forums for professionals to monitor or even to participate in. There are a number of various ways to engage and promote key massages.

17 #8 WHY CONNECT WITH INFLUENCERS AND PLATFORMS Create connections on the various platforms (see next slide). Get inspiration, help and leads. Monitor activities and influencers on different social platforms. Learn about people and process by signing up for different tools and networks. Show a presence.

18 Create connections #8 THERE ARE MANY WAYS TO CONNECT Linkedin: Ask people to join your network, and be transparent about the purpose Twitter: Is a one-way connection, but start either following, and/or reply to tweets Facebook: Is a more private platform but if there is an official Facebook page use that one. Quora: Sign up, and start to follow topics, discussions or people.

19 #9 Appendix of other relevant findings Twitter search- Health care related hash tags (see notes) Twitter profiles across EU within the field of social (Spanish (editor at British (US (German editor HC online (British editor of Inpharm.com) Monitoring social media: Ideas to conduct a formal effort at monitoring social channels using a social media monitoring/analysis software : Techrigy SM2, ScoutLabs, Vocus, SocialRadar, Radian6. Here is an article about how you can leverage the use of # (hashtags) in your monitoring

20 #9 Appendix of other relevant findings Blogs: Juha Wahlstedt is from Finland, Client relations manager at Labquality has two blogs, and he blogs about: Laboratory medicine and EQAS related news for laboratory professionals Juha Walstedt has made a list of blogs he likes to read: A Facebook Page: A Twitter Profile: European Federation of Pharmaceutical Industries and Associations (EFPIA) Pharmaceutical Group of the European Union (PGEU)

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